krds singapore post podium / march 2014: airline brands

Post Podium

Airline BrandsMarch 2014, Singapore

Brands Considered in March

Singapore AirlinesFans: 734,000

Tiger AirFans: 570,000

Jetstar AsiaFans: 168,000

AirAsiaFans: 100,000

SilkAirFans: 73,000

KLM SingaporeFans: 29,000

Cathay Pacific Singapore: Fans: 17,000

AirAsiaGoFans: 7,000

Methodology

(No. of Likes on Post P) + 2 (No. of Shares of Post) + 5 (No. of Comments on Post)

No. of Fans of Page

KRDS Engagement Score on Post

( ) x 1000

This calculation is based on the following assumptions:• Fans like posts most frequently• Fans share posts less frequently• Fans comment on posts rarely

We multiply by 1000 for legibility

Final note: The ideal engagement rate would have the reach (number of people who actually saw the post) as the denominator, but since it's not a publicly available figure, using the number of fans is the best we can do the benchmark pages against each other.

IntroductionWe have ranked all the posts published on airline brand pages in Singapore using the KRDS Engagement Score.

Top 5 Brand Specific PostsContent that is unique to the particular brand, including events, slogans, and product information

KRDS Engagement Score

21.7

Fan

s:

73

4,0

00

KRDS Engagement Score

12.2

Fan

s:

73

4,0

00

KRDS Engagement Score

11.7

Fan

s:

73

4,0

00

KRDS Engagement Score

9.8

Fan

s:

73

4,0

00

KRDS Engagement Score

6.3

Fan

s:

73

4,0

00

Top 5 Promotional PostsContent to publicize product promotions and discounts

KRDS Engagement Score

35.6

Fan

s:

10

0,0

00

KRDS Engagement Score

14.2

Fan

s:

29

,000

KRDS Engagement Score

12.6

Fan

s:

29

,000

KRDS Engagement Score

8.6

Fan

s:

17

,000

KRDS Engagement Score

3.5

Fan

s:

7,0

00

Top 5 Generic PostsContent aimed at driving engagement that could be posted to the page of any brand

KRDS Engagement Score

27.4

Fan

s:

73

4,0

00

KRDS Engagement Score

27.2

Fan

s:

73

4,0

00

KRDS Engagement Score

26.5

Fan

s:

17

,000

KRDS Engagement Score

12.0

Fan

s:

73

4,0

00

KRDS Engagement Score

3.4

Fan

s:

29

,000

Preetham VenkkyBusiness Head – AsiaDigital Strategist

preetham.venkky@krds.com+65 8354 3326

www.krds.sg feed.krds.com twitter.com/KRDS facebook.com/KRDS